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Underdog Days

The big guys couldn't take the heat--can you rise to the occasion?

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This story appears in the April 2008 issue of Entrepreneur. Subscribe »

Even after two big-name toy stores closed their doors in their Brookline, Massachusetts, community, young parents Eli and Sheri Gurock believed they could make a brick-and-mortar toy store work. Not wanting local parents and children to lose the age-old joy of walking out of a toy store with a brand-new toy, the pair set out to succeed where the big boys had failed.

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